Support HerStory is a women-led and women-founded organization that partners with women-founded luxury small businesses. The organization partners with these women to promote products and create a marketplace. Created during the height of the Covid-19 pandemic, founders Brittany Underwood, Whitney Rowell, and Tinsley Merrill came together to connect other women leading small businesses in a time of such disconnect. Now, they are partnered with over 50 women across the globe and their brands, including small businesses from Texas, New York, Cabo, Guatemala, and Africa.

How Support HerStory Began:

Founder Tinsley Merrill aims to connect consumers with female-led small business owners on a deeper level, to experience their ‘story’. It all started with a FaceTime call during the unprecedented COVID-19 outbreak. Two small businesses owners Brittany Underwood and Whitney Rowell’s Two preschool children just found out that their Pre-K 4 course was canceled. However, the children wanted to see each other more than just over FaceTime. At this moment, the mothers began to talk about the pandemic’s threat to the future of retail. Underwood and Rowell brainstormed and worked together to find a solution for women-founded small businesses during the pandemic. Underwood called her sister Tinsley Merrill, who then created a marketplace of products from international women-led brands.

Continuing to Support HerStory:

Merrill’s goals for the organization include partnering with and onboarding another 400 brands. She wants to open more opportunities for smaller international brands and continue impacting as many of ‘HerStory’s she can. Support HerStory currently impacts around 1200 local artisans through their partnerships and wants to expand this number to 10,000 artisans. Continuing to make a global impact as well, the organization wants to focus on brands from Mexico, Guatemala, and Honduras well as countries in Africa and the South Pacific.